The Sterling Customer Purchase Dashboard provides a comprehensive overview of purchase behaviour, payment trends, and regional performance, offering valuable insights into the company’s overall performance in 2021 and 2022. Below is a detailed breakdown of key findings and actionable observations derived from the dashboard:
- The company achieved $231 million in total purchase revenue, with a significant proportion (68%) contributed by 2022. This indicates strong year-over-year growth, emphasizing Sterling's ability to scale operations and attract new customers effectively.
- Sterling successfully retained 56% of its customers as loyal buyers, while attracting 44% new customers. This balance between loyalty and new customer acquisition highlights the company’s robust customer retention strategies and appeal to fresh market segments.
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The highest contribution to quantity ordered comes from Mobiles & Tablets, followed by Men's Fashion and Superstore. This suggests that technology and fashion dominate customer demand.
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Categories like Books, School & Education lag significantly, presenting an opportunity to explore untapped market potential through targeted promotions.
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EasyPay leads as the most-used payment method, followed by Bank Alfalah and EasyPay_Vouchers, collectively making up the majority of transactions. This trend underscores the importance of seamless, digital payment solutions for Sterling’s customers.
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Alternative methods like Finance Settlement and Cash at the Doorstep are less utilized, suggesting a potential to promote these for customer convenience.
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The South region leads in purchases with $90 million, significantly outperforming other regions like the Midwest ($63 million) and the Northeast ($40 million). This indicates strong regional loyalty and an opportunity to replicate success strategies in other underperforming regions, such as the West ($39 million).
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Focused marketing campaigns and tailored offerings for the Midwest and West regions could further balance regional revenues.
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Among states, Texas ($18 million) and California ($16 million) dominate the sales chart. These two states alone account for a substantial share of revenue. This concentration suggests the need to diversify efforts to penetrate markets in lower-performing states, such as Missouri and Kentucky, which show growth potential.
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States like New York and Pennsylvania perform moderately well but could benefit from customized engagement campaigns.
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The end-of-year months (November and December) show the highest spikes in sales and quantities ordered, likely driven by holiday shopping and promotions.
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Months like February and June reflect lower performance, indicating a seasonal lull. Introducing mid-year promotions or events can help boost activity during these periods.
🚀 Category Development: Increase promotional focus on underperforming categories such as Books and School & Education to drive balanced growth.
🚀 Regional Optimization: Deploy region-specific marketing initiatives for the West and Northeast to reduce dependency on top-performing regions like the South.
🚀 Customer Retention Programs: Leverage data on customer preferences to improve retention rates among new customers and increase the loyalty base beyond 56%.
🚀 Payment Method Diversification: Promote alternative payment options, such as finance settlement, to reduce over-reliance on top-performing methods.
🚀 Seasonal Promotions: Plan aggressive campaigns during off-peak months to balance revenue throughout the year.
Sterling’s performance is a testament to its strong market positioning and ability to capture customer interest across regions and categories. Implementing data-driven strategies based on these insights can pave the way for even stronger growth and customer engagement in the future.
